Dad doesn't need another tie. But a virtual reality tour of Abbey Road, inspired by the hours you spent with him as a kid listening to the Beatles on vinyl? That's a different story.
In our Father's Day campaign for Google Store, we showed how new tech like VR, AI and smart home integrations can help you introduce Dad to amazing new ways to experience the things he introduced you to as a kid.
Through a collaboration with 20 micro-influencers, we created a cross-platform campaign that challenged consumers to get creative with Google products to #PayDadBack.
My favorite influencer story came from Julia Roga (pictured above). Her dad taught her how to build computers when she was little, which inspired her to become a coder. We helped Julia gift him a Pixelbook that took his love for tech to the next level. "Now 20 years later, I get to teach my dad about amazing new technology, like he did when I was little," she wrote.
Our campaign came to life on Google Store and across owned and paid social. It resulted in the most-liked and most-seen post on @madebygoogle's Instagram to date, along with high-quality traffic to Google Store driven by social shopping tags.
Concept, influencer collaboration, web and social copy
Creative Direction: Pat McCaren
Art Direction: Andrew Peet
Strategy: Morgan Rose